Title: Effect of discounts on search and shopping intentions: the moderating role of shopping environment

Authors: Neel Das, Bidisha Burman, Abhijit Biswas

Addresses: College of Business, Room 916, Indiana State University, Terre Haute, IN 47809, USA. ' Walker College of Business, Appalachian State University, 4113 Raley Hall, Boone, NC 28607, USA. ' Department of Marketing, School of Business Administration, Wayne State University, 5201 Cass Avenue, Suite 300 Detroit, MI 48202-3930, USA

Abstract: This article examines consumers| perceptions of search and shopping intentions, at different levels of discounts across two different shopping environments – traditional |brick and mortar| and the internet. An experiment was conducted to examine the proposed hypotheses and the results indicate that while search intention is not different in the two environments, shopping intention of the consumers differ at varying discount levels.

Keywords: internet; price discounts; online retailing; online shopping; search intention; shopping intention; economics of information; utility theory; adaptation level theory; electronic marketing; electronic advertising; e-marketing; e-advertising; online marketing; online advertising; internet marketing; internet advertising; consumer behaviour.

DOI: 10.1504/IJEMR.2006.011031

International Journal of Electronic Marketing and Retailing, 2006 Vol.1 No.2, pp.155 - 168

Published online: 04 Oct 2006 *

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